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Consumers’ knowledge and perception towards authenticity of food heritage
and sustainable tourism experience in Kota Bharu, Kelantan.
Amalina Ab Rahman
Supervisor: Mr. Mohamad Rahijan Bin Abdul Wahab
Bachelor of Food Science (Food Service and Nutrition)
School of Food Science and Technology
The study on heritage food is lacking because many studies focus more on traditional
food and food product toward identity. In exploring this issue, the research on the
authenticity of food heritage towards sustainable tourism experience will be conducted.
The main objective of this study is to determine the knowledge and perception towards
food heritage and sustainable tourism experience. Convenience sampling design will be
used to choose 150 of the respondents from the Kota Bharu area. Convenience sampling
refers to information collected from a group of people who are conveniently available in
the research area. The questionnaires will be distributed to the public in Kota Bharu area,
Malaysia. Results will be revealed that there is positive relationship between the
knowledge and perception towards food heritage and sustainable tourism experience. It
also will show that food heritage has significantly influenced the sustainable of tourism
experience. In conclusion, all the objectives of the study will be achieved.
1139 | UMT UNDERGRADUATE RESEARCH DAY